As Americans chow down on buffalo wings, beer, quesadillas, and chips, during the Super Bowl Unilever thinks it’s found a flavor that will help them swallow a serious message. The company is sendin…
As Americans chow down on buffalo wings, beer, quesadillas, and chips, during the Super Bowl Unilever thinks it’s found a flavor that will help them swallow a serious message.
The company is sending its venerable Hellman’s mayonnaise back into the Super Bowl ad fray in a second effort to use the Big Game to get people at home to cut back on wasting food. In the ad, linebacker Jerod Mayo tackles people getting ready to toss out old food, telling them instead they can use Hellman’s to turn potatoes into potato salad.
Many consumer-products giants like Unilever are trying to answer that question. Procter & Gamble and Colgate-Palmolive are among the manufacturers with close ties to American households that are trying toLast year, for example, Procter kicked off a long-term campaign for its Tide detergent that used Ice-T and Stone Cold Steve Austin along with other celebrities to prod customers to consider washing their clothes in cold water with a new Tide line extension, saving energy.
Just as Hellman’s adds flavor to everything from eggs to sandwiches, Unilever has structured its Super Bowl commercial with other elements around its ambitious goal. Last year, comedian Amy Schumer appeared in a Super Bowl ad with a similar goal. This year, viewers at home will see Mayo – the football player, not the condiment – tackle people who are about to waste leftovers.
“This is not an easy thing for us to move as a behavior with consumers at home,” says Crook, but the humor of the commercial should boost the effort. The spot, crafted by WPP’s Wunderman Thompson agency, is expected to air in the fourth quarter during NBC’s broadcast of Super Bowl LVI on Sunday, February 13.
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